Marketing Intelligence & Planning· 2017Q1
Investigating young customers’ retail purchase embarrassment
- 16citations
- Q1SCImago
- 2017year
Short summary
Young adults experience more embarrassment when buying products perceived as embarrassing, particularly in social consumption contexts, with anxiously attached individuals being most susceptible.
AI-generated from the title and abstract; the full text is not read.
Key points
- Product category and social consumption context can elicit embarrassment in young adults.
- Anxiously attached individuals are more prone to embarrassment than securely or avoidantly attached individuals.
- The study empirically investigates the links between product embarrassment, context, attachment styles, and channel choice.
AI-generated from the title and abstract; the full text is not read.
Abstract
Purpose The purpose of this paper is to examine the inter-relationships between product category embarrassment, consumption contexts, individual’s attachment styles, and their combined effects on individual’s preference toward online and physical store channels while buying embarrassing products. Design/methodology/approach Experimental design was employed by taking a sample of young adult students. Findings The results of this study shows that embarrassing product class and social consumption context can potentially elicit embarrassment. Anxiously attached individuals are more prone to be embarrassed compared to the individuals adopting secure and avoidant attachment styles. Originality/value Value of the paper lies in empirically investigating the complex inter-relationships between product class-specific embarrassment, context specific embarrassment, individual’s attachment styles and buying channel selection.
The authors' abstract, as published at the source. Marketing Intelligence & Planning, 2017 · DOI ↗
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Field: Social Psychology
Social PsychologyPsychology